A CAPTIVATED AUDIENCE DISCOVERS A GROUNDBREAKING WATCHMAKING MUSEUM EXPERIENCE BY HOROPEDIA AND IMMENSIVE
From 14 to 20 April 2026, the Horopedia Foundation, in collaboration with Immensive, unveiled at the LAB of Watches & Wonders Geneva a prototype interactive showcase designed for the future Maison des Arts & de la Culture Horlogère (MACH). This first public presentation introduced an innovative concept that redefines how watchmaking is shared and experienced.
At Watches & Wonders Geneva 2026 — a key annual event on the international watchmaking scene — Horopedia, alongside its partner Immensive, presented a new vision of the museum experience within the LAB, the space dedicated to innovations shaping the future of the industry.
Throughout the exhibition, visitors were able to discover a new kind of interactive showcase in preview. Designed for the future exhibition spaces of the Maison des Arts & de la Culture Horlogère (MACH), this installation goes far beyond the traditional presentation of objects: it creates a genuine dialogue between the visitor and the watchmaking piece. By combining physical objects, digital content, animations and tactile interactions, the display offers an immersive, intuitive and engaging experience — an approach still largely unprecedented in the watchmaking museum world.
The response was immediate. Several hundred visitors — professionals, enthusiasts and curious newcomers alike — were drawn to the stand, intrigued by this innovative concept. During the public days, one key observation clearly emerged: this new way of presenting watchmaking resonates with all audiences. Adults and children alike engaged naturally with the installation, exploring content freely, interacting with the interfaces and discovering watchmaking mechanisms in a playful and intuitive way. These spontaneous interactions confirm the strong potential of such tools to profoundly renew watchmaking cultural mediation.
Beyond the enthusiasm generated, this participation marks an important milestone in the development of the MACH. It not only helped raise awareness of this ambitious museum project led by the Horopedia Foundation, but also highlighted Immensive’s expertise in creating high-value interactive experiences. This collaboration opens up new perspectives: a place where watchmaking is no longer simply observed, but truly explored, understood and experienced.
Encouraged by these highly positive responses, the Horopedia Foundation continues the development of the MACH with a clear ambition: to create a unique venue capable of engaging all audiences and offering a museum experience that reflects the richness and complexity of watchmaking. We already look forward to welcoming future visitors and sharing this new way of experiencing the world of watchmaking!
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ABOUT HOROPEDIA
Horopedia Foundation was established in February 2023 and given the status of public interest. The Foundation Council is composed of Philippe Dufour (President), Dr. Helmut Crott, André Colard, and Marc André Deschoux.
The Foundation governs Horopedia.org, the first online video encyclopedia on watchmaking. The platform was launched in 2022 and quickly gathered unanimous support within the community.
To date, over 100 multilingual documentary films on museums, watchmaking schools, watch tools and components, and the mechanical principles behind their work can be found on Horopedia.org. To enhance its educational mission, the platform also incorporates visual pedagogic materials to facilitate a better understanding of the provided information. The website features nearly 1000 pages with detailed definitions of watchmaking terms and historical anecdotes about significant horological inventions.
Horopedia.org meticulously covers all facets of the fascinating horological industry in French, English, and German. It offers detailed definitions of tools and complications, 3D images of movements, and thorough video explanations of component production, their history, and functions in a watch. A dedicated section of the website lists horological institutions, including schools and museums in Switzerland and worldwide.
More recently, the Foundation unveiled its ambitious project: the Maison des Arts & de la Culture Horlogère (MACH). More than just a museum, the MACH will be a dynamic venue for exhibitions, knowledge-sharing and dialogue around the art of watchmaking. Located in the heart of the Quartier des Banques, this 1,250 m² house will span four floors, offering didactic, thematic and chronological exhibitions, complemented by a space dedicated to temporary exhibitions. Visitors will also be able to enjoy a boutique, an auditorium and a variety of interactive areas designed to spark curiosity and encourage discovery. Open and vibrant, the MACH is intended to become the crossroads of watchmaking in Geneva.